Interest in interiors content has skyrocketed on Instagram, with glossy shoots and immaculate homes as far as the thumb can scroll. Online retailer La Redoute wanted to create cut-through in this space to connect with its audience in a meaningful way, winning over new brand fans.
Our lifestyle team devised Real Redoutables, an influencer content programme that would stand out. We tapped into authentic interiors advice from relatable and diverse influencers, through a campaign that placed La Redoute product in real homes, not show homes.
We scoured the ‘gram for perfect partners to tell the La Redoute story. From renters to young families and first- time buyers, our influencers shared practical tips and genuine interiors solutions shot in their own homes.
Charlotte Jacklin revealed her dining room refresh, Medina Grillo shared top tips for making the most of a small wardrobe, Kelsey Heinrichs created a chic yet practical work from home corner, Africa Daley-Clarke talked toy storage, and Callie Thorpe transformed her garden.
The campaign resonated with real customers, who loved seeing La Redoute product in situ, and in a way that they could easily and affordably recreate. A mix of imagery, written content and short form video drove engagement, and content was repurposed across social, email marketing and on site.
On- site content from Real Redoutables ambassadors drove an increased dwell time and a boosted conversion rate, while social content saw record engagement rates. Sales rocketed on products shared by our influencers.
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